Tommy Hilfiger Shuts Men's Stores, Opens Toiletries Centers
Byline: Kim Mikus
Hot designer Tommy Hilfiger is sporting a new merchandising approach.
Hilfiger is closing several of his suburban men's stores that carry the popular upscale clothing line. While Hilfiger didn't say so, those stores probably weren't popular with the upscale department stores that featured similar Tommy merchandise.
Because the clothier has expanded its lines of merchandise so quickly over the past couple of years, Hilfiger instead plans a larger, image-building store to support all his new lines - from Tommy Girl to linens, store officials said.
In addition, Hilfiger will sell his new toiletries in small stores within Marshall Field's locations.
To prepare for the change in strategy, Tommy Hilfiger at Woodfield Shopping Center is closing today. The men's shop at Oakbrook Center closed last year, and the location at Old Orchard will shut down within the next two months.
To replace the suburban mall locations, the larger Tommy store will debut on Chicago's Michigan Avenue within a year, according to officials at the company.
It will carry everything under one roof. Women's pajamas, men's jeans, towels, children's clothing, fragrances and all the other items that sport the red, white and blue Tommy logo will fill the store.
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Bubble bath to sunscreen: Meanwhile, Hilfiger is making a splash with his new toiletries concept.
A new retail area called Tommy's Shop will open Friday within the Marshall Field's store at Oakbrook Center. This is the first store of its kind in Illinois and the 16th across the country, with the flagship store on Rodeo Drive in downtown Beverly Hills, Calif. So far, the idea has been a hit, and there are plans to open 120 shops by mid-summer.
The logo-heavy designer's small shops feature three new merchandise categories: face features, hair care and body types. Facial scrub, sunscreen, lip balm and acne gel are included in the face features category, while hair spray, shampoo and conditioner are included in hair care. The body types category includes body scrubs, hand cleansers and shower gels.
In addition to the new unisex toiletries, the Tommy Shop also will include accessory items such as combs, brushes and foot scrubbers.
Each of the products features its own Tommy twist, including eye-catching colors, textures or names. …